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“首席会员非凡体验官”引爆社交话题讨论 爱奇艺引领青年娱乐消费品牌
2017-09-11 13:26:41 中国经济网
9月6日,爱奇艺宣布吴亦凡入职爱奇艺并成为“首席会员非凡体验官”,并推出“敢骄傲,一起燥”的生活态度。此事件发声仅一天时间内,吴亦凡所代表的年轻一代用户的生活理念快速渗透至线上线下,微博话题#首席会员非凡体验官#阅读量高达近4000万,荣登微博综艺榜TOP1;十余家主流权威媒体纷纷从品牌价值、平台价值等角度自发解读该事件背后的策略;众多粉丝集体为吴亦凡打榜;活动当天,全国六大城市已实现了首套吴亦凡代言爱奇艺VIP会员品牌广告落地,未来也将在全国30个城市陆续曝光……目前来看,该事件在市场及行业内引发了超高舆论关注度,爱奇艺在年轻用户群体中的娱乐消费品牌价值影响力正在持续扩大。
针对此次吴亦凡入职事件,爱奇艺采用了丰富的传播手段,实现了立体化的传播效果。外部合作品牌组成强大的品牌矩阵对此次代言事件进行了最大面积传播。麦当劳、小米、滴滴出行等企业品牌官方微博对爱奇艺官微的VIP会员广告片进行了转载发布;芭莎娱乐、时尚先生、南都娱乐周刊等时尚、娱乐媒体官方微博同样发布#吴亦凡入职#话题讨论;芒果妈妈、娱扒爷、扒姐等众多微博KOL共同参与#首席会员非凡体验官#话题互动,促使这一事件的讨论热度达到高潮。在多重维度发酵下,吴亦凡入职爱奇艺事件甚至引发海外媒体的集体关注,包括香港主流财经通讯社ETNet、美国本土媒体Yahoo、洛杉矶商业时报、波士顿商业时报等在内的超200家媒体均对吴亦凡入职爱奇艺事件做出报道与解读。
另外,此事件还在年轻用户群体中收获超高关注度,众多粉丝集体为吴亦凡打榜,加入#帮凡凡打卡#、#为凡凡按电梯#、#替凡凡叫外卖#等话题传播;除新浪微博话题榜“被粉丝攻占”外,爱奇艺明星事业部官微下甚至掀起“入职爱奇艺、与吴亦凡成为同事”的讨论热潮。吴亦凡代言爱奇艺VIP品牌广告在北京、南京、长沙、广州、青岛、重庆六大城市抢先曝光,各地区网友将拍到的广告牌上传社交网络形成二次传播,由此看出,用户已经成为品牌内容的传播者。
随着舆论热度的持续发酵,爱奇艺“敢骄傲一起燥”的生活态度得到完美彰显,在年轻用户群体中的影响力也得到扩散。以吴亦凡为代表的爱奇艺VIP会员以及年轻一代用户,不再只是单纯的消费者和粉丝,他们开始成为未来娱乐品牌力量的构建者和潮流趋势的引领者。此次,爱奇艺与吴亦凡一起喊出“敢骄傲”的生活态度,通过品牌战略升级倡导高品质、健康、时尚的娱乐消费价值理念,是爱奇艺基于对年轻用户心理需求的充分挖掘,是对当下年轻人追求自我价值主张的表达。爱奇艺VIP会员所代表的年轻的娱乐消费品牌正迎着时代的发展骄傲绽放,引领着中国视频付费市场新的消费潮流。
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